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Just talking about the importance of deadheading the old gardenia blooms. Not for just the overall appearance and beauty of the bush but as well to allow the new buds/flowers to get the most nutrients from fertilization so that the bush can/will produce even more buds and flowers. I fertilize with an acid type fertilizer once in March, just before the growing season starts for them and then approx. every 2 to 3 weeks during the growing season between May and late June/July. I'm no Pro, but this is what I have done with mine over the years and they seem to have done pretty well.